the whole-y grail

the whole-y grail

the whole-y grail

Official blog of the warden ettinger group, a full-service, Phila., PA-based PR firm serving a diverse consumer, lifestyle + nonprofit clientele. Our culinary division, The Whole Enchilada PR, caters to restaurateurs, chefs + other food-related businesses, while "the word exchange" is aimed at clients seeking à la carte copywriting services.

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write a better “about you” page

January 25, 2013

→In case you forgot, the most important goal of your About Us page is to capture opportunities to work with people. A potential client should never have to hunt around your website to determine if you’re the right fit. Rather, when a prospect lands on your About page (typically the first click), it should be crystal clear whether or not your company will be a contender for his/her business.

And, while the page might say “About Us,” if you really want to get potential clients’ attention, make it about THEM. That means clearly conveying the benefits/ROI associated with become your client/customer. DON’T lead with boring credentials.

The key ingredient to nailing your About Us page then, is knowing who your ideal customer is. Because without that, you’re not only going to write copy that attracts the wrong type of client, but your information won’t resonate as strongly as it should with the RIGHT types of clients.

Your About Us should tell visitors:

  • who you are, what you do, how you do it, and why they should read the rest of your site
  • some pertinent history about your company
  • the hard facts (location, demographic, key team member bios and photos, how to reach you)
  • tie in relevant accomplishments

Don’t be afraid to show a little wit (personality) and use your own voice. And remember, this isn’t a bio: write everything in relation to how it benefits your readers. If they’re going to spend money with you, they need to know straightaway what’s in it for them.

Better yet, scrap your About Us page entirely, and craft an About You page. This may not flow off the keyboard as easily as the standard take, but by putting the attention on prospective clients on YOUR About Us page is a rock solid way to stand out from the competition and demonstrate a little ingenuity.


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